New Delhi: Independent Rajya Sabha member and Founder and MD of iTV Network, Kartikeya Sharma, has called on the government to postpone the implementation of mandatory self-declaration certificates (SDC) for advertisements, citing operational challenges, ambiguity, and potential legal hurdles.
In a special mention raised in the Rajya Sabha, Sharma proposed that the initial implementation be limited to medical advertisements. He emphasized the need for broader consultations with stakeholders to address the concerns surrounding the directive.
Sharma highlighted that the recent mandate requiring SDCs for all advertisements—across print, digital, and electronic media—is designed to protect consumer interests and ensure the integrity of advertisements. However, he pointed out several operational challenges that have emerged.
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“Significant ambiguity remains, especially regarding non-claim advertisements published by small media houses for SMEs. These advertisers may struggle to comply due to the technical nature of the process and limited resources,” Sharma noted.
He also expressed concerns about the clarity of handling government and public sector advertisements under this directive. “Media houses face difficulties in preparing self-declaration certificates, registering on the portal, and troubleshooting issues, which could deter advertisers from using print media and affect revenues and livelihoods of millions of people,” Sharma added.
Detailing further difficulties, Sharma mentioned that the storage of self-declaration documents, handling emergency advertisements, and addressing technical issues within the digital media ecosystem pose significant challenges. He warned of the potential for legal disputes and technical problems with the portal, advocating for a delay in implementation until clear and objective procedures are established.
Sharma reiterated his suggestion to limit the initial implementation to medical advertisements and conduct wider stakeholder consultations. The SDC norms came into effect on June 18 following a Supreme Court order, which mandated that before printing, airing, or displaying any advertisement, the advertiser or the advertising agency must submit a self-declaration to the ‘Broadcast Seva Portal’ of the Information and Broadcasting Ministry.
